Petit Vour


PETIT VOUR was founded by current co-CEO Madeline Alcott. Growing dissatisfied with the lack of transparency in the beauty and fashion industries, she longed for a store that would indulge her dreamy, fanciful side, while also adhering to an ethical code.

Realizing that others shared this desire, Madeline went on to build a lifestyle brand that catered to modern, educated women with a softness for animals, nature, and life’s little luxuries. Named after her favorite tea-time treat (but with a decidedly progressive twist, as a nod to veganism), PETIT VOUR went live in the spring of 2013.

We now operate in Austin, Texas, serving over 10,000 women worldwide, each and every month.





Our customer is a perennial romantic, who never lost touch with her idealism. She dresses boldly, augmenting all all of her favorite fanciful frills, regardless of the occasion. She has a sense of purpose in everything she does, and although fashion is important to her, she is often too busy loving life to make a fuss over perfecting every fine detail.

There’s an effortlessness to her elegance, a wide-eyed optimism that captivates others. To her, PETIT VOUR is a portal to an ideal way of living. A place for her to gain inspiration and carry out her compassionate values in a more elevated lifestyle.






Our product offering consists of women’s beauty, accessories, wellness, and gifts — all carefully curated to meet our standard of the crème de la cruelty-free™.

Each offering caters to the lifestyle of our muse: the modern-day ethical woman, who romanticizes playfulness and classic, feminine flair.



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